Brand Strategy

How Warby Parker Became the $1B Unrivaled Market Leader

My daughter’s eyes change about every 6 months.

It started around age 9 – she had a tough time seeing the board at the front of the classroom.

Over the course of 10 years, her prescription has changes about 10 times.

Buying eyeglasses is expensive, inconvenient, frustrating and time-consuming.

After our first pair of over-priced frames and a rigid process for changing prescriptions, I looked for a better way.

I found Warby Parker.

They made it so easy.

She picked out the frames she thought she might like, they sent them to us to try on, we picked the ones we liked, sent the rest back, ordered the frames and voila…

In a week or so her new glasses arrived and it was love at first sight. Literally (couldn’t help the pun.)

Along the way, Warby Parker was in constant communication with us.

Giving us updates.

Letting us know when the needed info from us.

Making it easy to communicate with them via text/email/phone.

They were building a relationship.

Warby Parker is not about eye glasses.

Warby Parker is about making it easy for people to see.

Do you see the difference?

It’s easy to get caught up in your product.

The growth magic happens when you shift to leading with brand.

Warby Parker is unrivaled because they lead with brand.

Need to change your prescription? No problem at all.

Break your glasses? No problem at all.

Want to make an impact on the world? No problem at all.

They have reduced the friction, added purpose and made it easy to love them.

“Warby Parker was founded with a mission: to inspire and impact the world with vision, purpose, and style.

We’re constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we’ve learned that it takes creativity, empathy, and innovation to achieve that goal.”

Warby Parker is unrivaled because they:

  1. Drive toward a unified North Star
  2. Lead with brand
  3. Champion the customer
  4. Own their whitespace
  5. Deliver on their promises
  6. Win hearts and minds

The best thing about being unrivaled is that is doesn’t matter what you sell.

As the business leader, you get to decide your own destiny.

What is your business’ purpose? Where do you want to go?

Once you get your vision out of your head and share it with your team, investors, shareholders, partners –

Everyone becomes part of your destiny.

Being the unrivaled market leader is about being more than just a product or service.

It’s about creating an experience that your customers love.

It’s about building trust and loyalty.

It’s about knowing what matters most to the people who matter most to your business.

It’s more than just selling glasses or software or services.

Your most valuable asset is your brand.

Be like Warby Parker.

Make it stand for something powerful.

Is your business unrivaled?

Giddy up!

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